Adaptation is the key to a thriving visitor economy
by Jeremy Sampson, CEO, Travel Foundation
Many DMOs are searching for a new model as they emerge from the COVID rubble and start to think of building back for the longer term. Some leaders in our sector have brought out strategies announcing a “stewardship” approach but are now realising more fundamental change is needed to enable their destinations to thrive in the 21st Century.
As the sector recovers from the travel restrictions of the pandemic, those DMOs that are leading tourism’s evolution understand that it is neither desirable nor possible to go back to business as usual. Many are now seeking a new model for tourism that avoids the mistakes of the past, addresses future risks and confronts some of the industry’s biggest, most persistent challenges, such as seasonality, economic leakage, low margins, overcrowding and inequality and, of course, climate change. What DMOs need now is innovation, new measures of success, meaningful collaboration, and new skill sets such as climate action planning, financing and risk profiling.
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